Branded store key to Xbox One launch

Microsoft's new console will get a starring role in GAME's new Xbox store.

The branded Shoreditch shop will promote and sell a variety of Xbox products and services. And it will play a significant role in the launch of Xbox One.

The store is here to showcase the Xbox experience,” said GAME store director Dave Howard. Giving gamers another way of experiencing what Xbox has to offer will help them appreciate the functionality that the next generation of Xbox will bring.”

Microsoft's retail, sales and marketing director Jon Grimes added: The store can provide consumers with great product information and advice, with well-trained and knowledgeable, informative staff – it'll be a key part of our Xbox One launch.”

The shop follows concerns from retail that Microsoft was placing less emphasis on the High Street with Xbox One, but Grimes insists that's not the case.

Retail continues to be of vital importance for the Xbox platform. It's so important for consumers to be able to experience our new products.”